Visionary Trend Agency Autumn Winter 2020/2021 Maya Meakes Zoe Ling
Experience, Elevated Emerging out of a cluttered, chaotic world, Experience, Elevated explores the trends set to enhance our lives with a taste of tranquil luxury
Creature Comforts
Future Proof
Enhanced Neutrals
Food for Thought
Womenswear
Menswear
In-store & VM
Lifestyle
Womenswear / Creature Comforts
Slowing down is key to the first trend, Hibernate. A reaction to the increasingly fast-paced world we find ourselves in. Based on comfort and tactility, consumers will find refuge from modern life in chunky knits, rich wools and faux fur. Shapes of clothing are voluminous with warm layers and padding to make consumers feel cocooned and protected, with the soft colour palette of chalky blues, white lilacs, pretty rose and grape tones. A feminine autumnal warmth is reflected in refined florals.
(Varga, 2020)
(Pure London 2020, 2020)
(Hughes, 2020)
Figure 2
(Alexander McQueen F/W 00/01)
Primary Research
(Pure London A/W Trends Catwalk, 2020)
Figure 3-6
Runway Examples Tibi Fall 2020 Agnona Fall 2020 Rachel Comey Fall RTW 2020 Whistles Fall 2020
Figure 7
The Slow Movement culture is a revolution against the notion that faster is always better. This is a reaction to the fast-paced environment we find ourselves in. Thomas Friedman, also suggested with links to the Moore’s Law that technology is moving too rapidly, humans are struggling to adapt and understand. In 2020, they are starting to find refuge in modern life from comfort and self-care.
Figure 8-9
Garment Outerwear, Knitwear, Layering Pieces Shape Chunky knits, Voluminous Sleeves, Padded Outerwear Fabric Rich Wools, Faux Fur, Subtle Florals Colours Chalky Blue, White Lilac, Pretty Rose, Frosted Grape
Menswear / Future Proof
Due to the merging of digital and reality; garments must stun in both online and offline spaces. Innovations in changeable material surfaces see clothes reacting to the world around them; chameleon-like colour changing fabrics make for the perfect instagram snap, whilst semi-sheer outerwear glows to reveal the outfit hidden underneath. Seams and construction details are on show. These highly technical production processes deserve to be showcased not disguised. Weightless layers encourage interplay between transparent and opaque elements.
(WGSN, 2020)
(Dior Mens, 2020) (Givenchy, 2020)
(Le Monde, 2020)
(Colour Chameleon, 2020)
(Alexi Hobbs, 2020)
Figure 10
(Aleksey Kondratyev, 2020)
Future tech inspired fashion was huge in the 1960s, with designers like Andres Courreges taking influence from the space race. 2019 marked the 50 year anniversary of the moon landings, prompting space age fashion to make a resurgence again
Figure 11-13
Runway Examples Paco Rabanne Fall 2020 Fendi Fall 2020 Dior Men Fall 2020 Valentino Fall 2020 Acne Studios Fall 2020
Figure 14
Primary Research
(Seek Berlin Trade Show 2020)
Figure 15-17
Fabric Developments
Light Tech
Figure 18-20
Reflective
Iridescent
Garment Reactive Garments, Thermochromic, Light-Reflective Shape Oversized, Exaggerated, Futuristic, Athletic Fabric Papery Taffetas, Ripstop Nylons, Space-Printed Yarns Colours Purist Blue, Neo Mint, Cool Lilac, Green Wave
Instore and VM / Enhanced Neutrals
Leaving the brightly coloured design trends behind, natural, earthy colours will soothe overwhelmed consumers, whilst also connecting with the eco-conscious generation. Canvas, linen and cotton are being reused to add sensorial softness. Tactile materials create engaging packaging designs. Fixtures and architecture seamlessly morph and flow into one another, creating sleek, fluid visuals that add a touch of soft futurism.
Primary Research
(Aesop, 2020)
Figure 21-24
(Arket, 2020)
(Gentle Monster, 2020)
(Panorama Berlin, 2020)
(Aesop Honolulu)
(Tiago Almeida, 2020)
(WGSN, 2020)
(Zach Martin, 2020)
(WGSN, 2020)
Figure 25
(Kepler, 2020)
(J Lindeberg, 2020)
(The Ordinary)
Consumers are now looking for ways to reduce their carbon footprint and consume products that are better for the environment. Brands are becoming more transparent about their product offering with store designs helping to solidify the message using upcycling. “62% of UK consumers prefer to buy from companies that are reducing their use of plastics and two thirds want greater transparency in how companies source their materials�
Figure 26-27
Dual-Use Packaging
(Tala, 2020)
Figure 28-29
(KitKat, 2019)
Textures Soft fabrics, Matte Papers, Unfinished Wood Experiences Calmness, Tactility, Flowing Shapes, Morphing Spaces Values Sustainability, Preservation, Protection Colours Unbleached, Soft Moss, Woody Depth, Fallen Leaf
Lifestyle / Food for Thought
Taking inspiration from the slow fashion and food movements, experiential food retail creates a luxurious, indulgent, food-centric journey from the very first bite. Highly focused environments serve to reignite the love of food, free from the distractions of the modern world. Experiments within food technology present old favourites in never-before-seen ways, engaging all of the senses to create a wonderland of rediscovery.
Primary Research
(Ganni, 2020)
Figure 30-33
(Lush, 2020)
(Glossier Pop-Up, 2020)
(Refill Larder, 2020)
‘In every continent, there has been a common set of changes from savoury foods to sweet ones, from meals to snacks, dinners cooked at home to meals eaten out or takeaways. The nutrient content of our meals is one thing that has radically changed; the psychology of eating is another. Much of our eating takes place in a new chaotic atmosphere in which we no longer have many rules to fall back on. (Bee Wilson, The Way We Eat Now)
Convenience Food
(WGSN, 2020)
Figure 34
(Home Eatertainment, LSN GLobal)
Technology has shaped our eating and drinking habits over the years and many food trends link back to the fact that people's tastes are influenced by what they see and read online, and what they are exposed to on social media. One reason for the disruption of the food industry is that people talk a lot more about food, making the attitudes change towards it.
Figure 35-36
(The Temple of Halotherapy, Bompas & Parr)
(Humble Pizza, LSN Global)
(Tanqueray Gin, Instagram)
(Extreme Tablescaping, LSN Global)
Figure 37
(Tata Naka Jellyscape, Bompas & Parr)
As regularly explored by Bompas & Parr, sensory experiences with food are essential to building a connection with what we eat, help consumers make more conscious and sometimes sustainable decisions. (The Temple of Halotherapy, Bompas & Parr)
Figure 38-39
Senses Sight, Sound, Touch, Scent, Taste Emotions Joy, Indulgence, Delight, Rediscovery, Pleasure Experiences Slow Retail, Focus, Innovation, Product-Brought-To-Life Colours Pistachio, Turkish Delight, Honeycomb, Vanilla Pod
Creature Comforts
Future Proof
Enhanced Neutrals
Food for Thought
Womenswear
Menswear
In-store & VM
Lifestyle